Merchant
A merchant is the seller in a transaction, the store or brand offering the goods. In agentic commerce, the merchant is the party an AI agent evaluates and buys from on a shopper's behalf, and the one responsible for the product data that agent reads.
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What this means for your store
As the merchant, you are the party an AI agent has to be able to read and trust before it will recommend or transact. Platform terms often call you the "merchant" (for example in Shopify Catalog or Google Merchant Center), and the merchant is always the one responsible for complete product data and clear policies.